Our CEO’s Tips for Maximising Your Sales During Peak Season
When it comes to making the most of peak season our founder Rebecca is a seasoned expert. Currently venturing into her 13th peak season with her ecommerce business, Silver Mushroom, Rebecca has first hand experience of what works festive-wonders and what makes for a total festive-catastrophe when it comes to peak season promotions. This experience gives us an unpaired empathy as a fulfilment partner for our clients, setting us distinctly apart in the warehousing world, if we may say so ourselves.
Here’s a look at some of the strategies that have been sculpted from the crucible of Silver Mushroom’s success, ready to be deployed to bolster your holiday sales whether you are partnered with us already or heading into peak on your own.
Invest in 20% Of Your Products
You may or may not have heard of the ‘Pareto Principle’, it is something we refer to a lot when talking about both Silver Mushroom and CK Fulfilment. In short it simply means that ‘80% of all outcomes are derived from 20% of all causes’. When applied to ecommerce it’s often used to identify that ‘20% of all products account for 80% of all revenue’. Ask any business owner and we bet you they experience the same strange phenomenon in their business.
This principle can work as the secret formula for ensuring that your peak-season cash is invested in the most lucrative areas of your business. Tip: We recommend ensuring that your core 20% of products are highlighted prominently on your website and have healthy stock levels behind them to meet the surge in demand. By putting your focus on these best selling lines you can streamline your marketing and maximise the truly profitable sales.
Offer Next-Day Delivery
This tip might sound super simple but it is not to be underestimated. The irresistible allure of next-day delivery during the holiday rush can be the deciding factor between your store or someone else’s. It also adds a premium touch to your service, and who doesn’t want that? Here at CK we pride ourselves on our slick same day dispatch and next day delivery service. We like to think that we put the cherry on top of your customer’s experience.
For our partners who are heading into peak season with us, you can sleep easy knowing that we have locked down our shipping packages with the most reliable of couriers in our network, with backup packages ready for any eventuality. If you are not partnered with us we advise you to get your ducks (aka couriers) in a row sooner rather than later. This will save you headaches later down the line and reduce disgruntled customers.
Identify Your Peak Customers
Something that isn’t widely spoken about is the difference between your evergreen customer and your seasonal customer. Peak season brings with it a new wave of shoppers, they may be a different age and gender to your normal customers and they may have totally new interests.
Tip: To ensure you capitalise on these consumers, we recommend tailoring your marketing campaigns to appeal both to your regular target audience and your seasonal one. Analyse consumer shopping patterns from previous years to craft a marketing plan that will resonate with your new, diversified peak-audience.
Offer Seasonal Extras
When it comes to peak season, a little effort goes a long way. Offering your customers extras such as gift wrapping can ease the pressure on them and truly win them over. It gives your website a personal touch and creates a hassle-free shopping experience for your customers resulting in that all important customer retention.
Tip: Offer gift wrapping for an additional charge on orders under a certain amount, or as a complementary offering for purchases above a certain amount to increase your seasonal AOV’s.
Extending Your Returns Period
Another little touch that goes along way at peak season is extending your returns period to the end of January. This flexibility instills confidence in your customers, encouraging them to make purchases without second thoughts or concerns of being unable to return unwanted gifts.
Tip: To give customers peace of mind, extend your returns and exchanges period to the end of January. Clearly communicate the extended returns policy on your website and in any marketing activities to raise awareness.
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In order to truly maximise your holiday sales, we advise implementing a blend of strategic planning and customer-centric initiatives. At CK Fulfilment we are very excited to be heading into peak season with many of our partners for the first time. If you’re interested to partner with us to handle your operations, there is still time to onboard in time for peak. If you’d like to discuss options then please give us a call on 01772 356673 or fill out the form below. We’d love to chat!